I’ve always thought of the email inbox as something of a “closed” social network. It’s a place where you share ideas, conversations and targeted messages with friends, colleagues and like-minded individuals. Unlike more “open” social channels, you have greater control over who has access to your communications and public information.

But this doesn’t mean your messages are private.

No Place to Hide

For example: Until recently, Google regularly scanned personal Gmail inboxes so they could place targeted advertising campaigns at the top of your inbox.

A lot of people felt uncomfortable about this – I mean, your email communications are personal. We use email to discuss private family matters, make financial decisions, court new employers and any number of things we wouldn’t be happy to share in the wider world.

So the news that Google is to stop scanning personal content in private Gmail accounts will be welcomed by many.

Note: The move to stop scanning personal accounts brings private Gmail accounts into line with business Gmail accounts hosted via Google’s G Suite – where accounts have never been scanned.

An Unfair Advantage?

Many email marketers felt Google’s highly targeted advertising positioned at the very top of the inbox gave the search giant an unfair advantage over their campaigns, which were often hidden behind the “promotions” tab.

So you would think that many email marketers would welcome the news that Google is no longer probing the contents of peoples’ inboxes.

Unfortunately, while Google will no longer be scanning inbox content, the ads aren’t going anywhere. The fact is, Google already knows enough about its users via its standard web and voice searches to successfully target advertising across its numerous platforms.

Email Marketing Still Packs a Punch

So what does this mean for email marketers?

While Google might have the advantage, it doesn’t mean that email marketing doesn’t still pack a punch.

Just like in any situation where someone has an advantage over you, you just need to work that little bit smarter and that little bit harder.

This means following best practices and honing your craft.

Remember: As email marketers, we have one advantage over Google. We have our subscribers’ permission to target them. Our campaigns are recognized as trustworthy, seen as useful and on the whole welcomed by their recipients. While data is important, it doesn’t beat real-world relationships. So email marketing wins.